In this webquest, you will be put to the test in the creation of your own marketing mix. You will be placed in situations simulating the real business world, where group work and collaboration are essential. This web quest will allow you to experience first hand the amount of work and thought process that goes into developing and promoting a successful product.
Even though we may not always realize it, today's society is constantly being subjected to the products of the advertising world. Much of what makes a successful business today depends on a unique marketing mix. As marketers, you have the opportunity to design this mix through the influence of product exposure, as well as a combination of effective marketing tactics, and insightful product research and development.
Task:
You are going to be taking on the role of a marketing industry professional, and will be working through the various steps associated with introducing a new product into the market. In groups of two, you will come up with a creative product idea, conduct market research to evaluate this idea, and finally develop a marketing campaign to pitch to the rest of the class. Throughout this task you will be developing your logic and creativity thought processes, while effectively gaining relevant skills relating to the business world.
PRODUCT DEVELOPMENT & RESEARCH
You will come up with, and defend, a creative product idea
You will evaluate various techniques relating to market research
You will examine various current tactics for designing a marketing campaign
You will develop a creative ad campaign consisting of both a commercial and print ads
You will pitch your idea to the class, as if presenting it to a large corporation for funding
Process:
As a group, you will begin by brainstorming product ideas, and will continue through each task as a cohesive business unit until you have developed a successful marketing campaign that will be presented to the class.
STEP ONE:Product Development
As a group of innovative industry professionals, you are to brainstorm possible product ideas. Your idea can be anything, and can come from anywhere (feel free to browse the internet to jump start your ideas). It can be either a product or a service; anything that you feel society could benefit from in some way. As long as you feel that you'll be able to defend it in front of the class at the end of the webquest, then your idea can work!
(1) Once your group has decided on a product, write a product description of 250-300 words where you discuss your product idea and the benefits it provides.
STEP TWO:Market Research
Below, there are two different types of market research. As marketers, you will be evaluating the attractiveness of your products proposed market. The resulting reports that you construct will be included in your final presentation, as tools to help convince the 'buyers' in the class that your product will be a profitable addition to their company.
(a) Now that your group has come up with a proposed product and associated benefits, the next step is to come up with the research to provide your idea with back up. In order to evaluate both the internal and external influences that contribute to the products success, you will need to use the technique of SWOT analysis. In order to familiarize yourself with the concepts involved in SWOT analysis, take a look at the following websites:
(2) Now that you have an understanding of the SWOT concept, work together to construct a SWOT matrix for your own product, consisting of at least five points in each category. Be sure to include a few sentences discussing why your group chose to include this method of market research. You can use this template as a guide:
(b) Another step in the marketing process, is the examination of the 4 P's: Product, Price, Place and Promotion. This will enable your group to put together the 'complete package' associated with the product idea. Where will your product be sold? How will you promote your product? To develop a better understanding of the 4 P's and how they are related to one another, take a look at the following websites.
(3) Once you feel comfortable with the various aspects of the 4 P's of marketing, two of your group members will work together to develop an outline of the 4 P's for your product. Be sure to include a few sentences discussing why your group chose to include this method of market research. You can use this template as a guide:
Description
Product
Price
Place
Promotion
STEP THREE:Competitive Strategies
There are several tactics that companies employ in an attempt at grabbing the viewers attention. When it comes to developing a marketing campaign, the first thing that must be considered, is what type of message you want to get across to the customers. At this point, your group is going to combine the marketing research results developed from the previous step, and use it to decide on the type of campaign. Four popular ideas that many companies base their own ad campaigns around include: Funny,Fighting, Feeling, Famous.
(4) Choose what kind of ad campaign you'll use and put your groups ideas into 2 paragraphs paragraph discussing your final choice which you will use in your final pitch.
STEP FOUR:Campaign Design
Congratulations, you have now developed a new product idea, conducted research to ensure its profitability, and decided on the appropriate theme for you ad campaign. Now, it is time to put all your hard work into action, and develop the advertisements that are going to make up your marketing campaign.
(5) Print Ad - You are to come up with a slogan for your product, and use this slogan to develop three print advertisements. (One will be for a newspaper, one will be for a billboard, and the last one will be for a magazine.) Be sure to build your campaign around the idea that your group decided on in the previous step! (funny, feeling etc.)
STEP FIVE:Idea Presentation
The final step in this webquest involves presenting your idea to the class in a final 'marketing pitch'. As a group you are to compile your ideas, research and advertisements into a presentation in front of the class. Ultimately, you are attempting to sell them on your idea.
Be sure that you include:
(1) Your 250-300 word product description (STEP 1)
(2) Research findings from your SWOT Analysis
(3) Research findings from your 4 P's of Marketing Analysis
(4) A description of your theme
(5) Your Print Ads for a newspaper, a billboard, and a magazine
If you are stuck on how to pitch your idea or what to include in you pitch, refer to the links posted in the resources section for help. Marketing Webquest Glossary
Introduction:
In this webquest, you will be put to the test in the creation of your own marketing mix. You will be placed in situations simulating the real business world, where group work and collaboration are essential. This web quest will allow you to experience first hand the amount of work and thought process that goes into developing and promoting a successful product.Even though we may not always realize it, today's society is constantly being subjected to the products of the advertising world. Much of what makes a successful business today depends on a unique marketing mix. As marketers, you have the opportunity to design this mix through the influence of product exposure, as well as a combination of effective marketing tactics, and insightful product research and development.
Task:
You are going to be taking on the role of a marketing industry professional, and will be working through the various steps associated with introducing a new product into the market. In groups of two, you will come up with a creative product idea, conduct market research to evaluate this idea, and finally develop a marketing campaign to pitch to the rest of the class. Throughout this task you will be developing your logic and creativity thought processes, while effectively gaining relevant skills relating to the business world.PRODUCT DEVELOPMENT & RESEARCH
MARKETING DESIGN & IMPLEMENTATION
Process:
As a group, you will begin by brainstorming product ideas, and will continue through each task as a cohesive business unit until you have developed a successful marketing campaign that will be presented to the class.
As a group of innovative industry professionals, you are to brainstorm possible product ideas. Your idea can be anything, and can come from anywhere (feel free to browse the internet to jump start your ideas). It can be either a product or a service; anything that you feel society could benefit from in some way. As long as you feel that you'll be able to defend it in front of the class at the end of the webquest, then your idea can work!
(1) Once your group has decided on a product, write a product description of 250-300 words where you discuss your product idea and the benefits it provides.
Below, there are two different types of market research. As marketers, you will be evaluating the attractiveness of your products proposed market. The resulting reports that you construct will be included in your final presentation, as tools to help convince the 'buyers' in the class that your product will be a profitable addition to their company.
(a) Now that your group has come up with a proposed product and associated benefits, the next step is to come up with the research to provide your idea with back up. In order to evaluate both the internal and external influences that contribute to the products success, you will need to use the technique of SWOT analysis. In order to familiarize yourself with the concepts involved in SWOT analysis, take a look at the following websites:
SWOT Analysis websites:
(2) Now that you have an understanding of the SWOT concept, work together to construct a SWOT matrix for your own product, consisting of at least five points in each category. Be sure to include a few sentences discussing why your group chose to include this method of market research. You can use this template as a guide:
(b) Another step in the marketing process, is the examination of the 4 P's: Product, Price, Place and Promotion. This will enable your group to put together the 'complete package' associated with the product idea. Where will your product be sold? How will you promote your product? To develop a better understanding of the 4 P's and how they are related to one another, take a look at the following websites.
4 P's of Marketing websites:
(3) Once you feel comfortable with the various aspects of the 4 P's of marketing, two of your group members will work together to develop an outline of the 4 P's for your product. Be sure to include a few sentences discussing why your group chose to include this method of market research. You can use this template as a guide:
There are several tactics that companies employ in an attempt at grabbing the viewers attention. When it comes to developing a marketing campaign, the first thing that must be considered, is what type of message you want to get across to the customers. At this point, your group is going to combine the marketing research results developed from the previous step, and use it to decide on the type of campaign. Four popular ideas that many companies base their own ad campaigns around include: Funny, Fighting, Feeling, Famous.
(4) Choose what kind of ad campaign you'll use and put your groups ideas into 2 paragraphs paragraph discussing your final choice which you will use in your final pitch.
Congratulations, you have now developed a new product idea, conducted research to ensure its profitability, and decided on the appropriate theme for you ad campaign. Now, it is time to put all your hard work into action, and develop the advertisements that are going to make up your marketing campaign.
(5) Print Ad - You are to come up with a slogan for your product, and use this slogan to develop three print advertisements. (One will be for a newspaper, one will be for a billboard, and the last one will be for a magazine.) Be sure to build your campaign around the idea that your group decided on in the previous step! (funny, feeling etc.)
The final step in this webquest involves presenting your idea to the class in a final 'marketing pitch'. As a group you are to compile your ideas, research and advertisements into a presentation in front of the class. Ultimately, you are attempting to sell them on your idea.
Be sure that you include:
If you are stuck on how to pitch your idea or what to include in you pitch, refer to the links posted in the resources section for help.
Marketing Webquest Glossary